Cruises are in and not just for Baby Boomers

The COVID-19 pandemic was supposed to spell the end of the cruise line industry. These massive ships, crammed with sick passengers, were labeled “petri dishes” by the media, infectious disease experts, and politicians. Six years later, the sector is alive and growing.

AAA projects that a record-breaking 21.7 million Americans are planning to hop aboard an ocean cruise in the coming year. If so, that would mark the fourth year in a row the cruise industry has experienced record passenger volume. This year, more than 20 million passengers flooded the gates to new King Kong-sized vessels, offering fixed-price packages and promising a wide variety of cruise options for every age and pocketbook.

If you break down the demand demographically, Baby Boomers still make up the majority of cruise-goers, followed by Millennials. Most adults travel with a companion. Nearly 50% of U.S. cruise passengers are cruising as a couple.

About 65% of adult passengers are 55 or older. However, 27% are from younger generations (35 to 54 years old), and 7% are aged 18 to 34. The trend also includes multi-generational groupings who choose to take cruise vacations together. One quarter of Baby Boomers who like cruises do so with their adult children, and roughly 29% of Gen Z members cruise with their parents.

A survey identifying trends shaping the modern cruise experience found that Millennials and Gen Z are increasingly enthusiastic about opting for a cruise vacation. Key among the changes in attitude was the affordability of shorter itineraries, which allow younger generations to vacation more frequently. They much prefer a two-to-four-day sailing to the more traditional five-to-seven-day voyage.

The Caribbean remains the most popular destination, attracting 72% of American cruise passengers. As a result, Florida ports are the busiest in the world due to this vacation demand. The new mega-vessels ply the Caribbean, Mediterranean and Northern European waterways. Smaller vessels are more common in Northern Europe for expedition cruises and in the Mediterranean for luxury trips.

More than half of the 4,500 people surveyed had already cruised, and nearly 30% planned to do so again over the next two years. Of those planning another cruise, 36% were born between 1981 and 1996. The average age of a cruise guest is now 46 years old, and 36% of all cruisers are now under 40.

Cruise lines have quickly adjusted to these preferences and begun marketing three-to-five-night cruises. Another popular consumer preference is the chance to visit a private island. Cruise lines are investing big bucks to create this type of destination or upgrade existing ones. Cruise operators know that the main draw for vacationers is convenience and value, especially today.

As such, cruise companies bundle lodging, meals, and entertainment. The price often equates to a lower per-night cost than on a land-based vacation. Celebrity-level chefs and Broadway-level shows have replaced the rubber chickens and crew member chorus offerings of yesteryears.

Modern-day ships are increasingly resembling ocean-going resorts, complete with floating buffets and satisfied customers — couples like the built-in date-night dining and entertainment options. Families appreciate the kid clubs, water parks, and multi-room lodgings. An expanding list of destinations, such as a cruise to Antarctica or the Arctic, excites and attracts younger adventure seekers.

More than 90% of U.S. cruise passengers rate their experience as good or very good, according to AAA, and 91% have taken multiple cruises. With those kinds of repeat rates, cruise lines expect growth to continue well beyond the next few years.

Wall Street likes what it sees and has rewarded these companies with higher stock prices. Rather than rest on their laurels, cruise companies worldwide are expanding their fleets, building destination islands and upgrading their offerings hand over fist.

Bill Schmick is a founding partner of Onota Partners, Inc., in the Berkshires.Bill’s forecasts and opinions are purely his own and do not necessarily represent the views of Onota Partners, Inc. (OPI).None of his commentary is or should be considered investment advice.

The views expressed here are not necessarily those of The Lakeville Journal and The Journal does not support or oppose candidates for public office.

Latest News

Classifieds - February 26, 2026

Classifieds - February 26, 2026

Help Wanted

PART-TIME CARE-GIVER NEEDED: possibly LIVE-IN. Bright private STUDIO on 10 acres. Queen Bed, En-Suite Bathroom, Kitchenette & Garage. SHARON 407-620-7777.

The Salisbury Association’s Land Trust seeks part-time Land Steward: Responsibilities include monitoring easements and preserves, filing monitoring reports, documenting and reporting violations or encroachments, and recruiting and supervising volunteer monitors. The Steward will also execute preserve and trail stewardship according to Management Plans and manage contractor activity. Up to 10 hours per week, compensation commensurate with experience. Further details and requirements are available on request. To apply: Send cover letter, resume, and references to info@salisburyassociation.org. The Salisbury Association is an equal opportunity employer.

Keep ReadingShow less
To save birds, plant for caterpillars

Fireweed attracts the fabulous hummingbird sphinx moth.

Photo provided by Wild Seed Project

You must figure that, as rough as the cold weather has been for us, it’s worse for wildlife. Here, by the banks of the Housatonic, flocks of dark-eyed juncos, song sparrows, tufted titmice and black-capped chickadees have taken up residence in the boxwood — presumably because of its proximity to the breakfast bar. I no longer have a bird feeder after bears destroyed two versions and simply throw chili-flavored birdseed onto the snow twice a day. The tiny creatures from the boxwood are joined by blue jays, cardinals and a solitary flicker.

These birds will soon enough be nesting, and their babies will require a nonstop diet of caterpillars. This source of soft-bodied protein makes up more than 90 percent of native bird chicks’ diets, with each clutch consuming between 6,000 and 9,000 caterpillars before they fledge. That means we need a lot of caterpillars if we want our bird population to survive.

Keep ReadingShow less
Stephanie Haboush Plunkett and the home for American illustration

Stephanie Haboush Plunkett

L. Tomaino
"The field of illustration is very close to my heart"
— Stephanie Plunkett

For more than three decades, Stephanie Haboush Plunkett has worked to elevate illustration as a serious art form. As chief curator and Rockwell Center director at the Norman Rockwell Museum in Stockbridge, Massachusetts, she has helped bring national and international attention to an art form long dismissed as merely commercial.

Her commitment to illustration is deeply personal. Plunkett grew up watching her father, Joseph Haboush, an illustrator and graphic designer, work late into the night in his home studio creating art and hand-lettered logos for package designs, toys and licensed-character products for the Walt Disney Co. and other clients.

Keep ReadingShow less
google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.

Free film screening and talk on end-of-life care
‘Come See Me in the Good Light’ is nominated for best documentary at this year’s Academy Awards.
Provided

Craig Davis, co-founder and board chair of East Mountain House, an end-of-life care facility in Lakeville, will sponsor a March 5 screening of the documentary “Come See Me in the Good Light” at The Moviehouse in Millerton, followed by a discussion with attendees.

The film, which is nominated for best documentary at this year’s Academy Awards, follows the poet Andrea Gibson and their partner Megan Falley as they are suddenly and unimaginably forced to navigate a terminal illness. The free screening invites audiences to gather not just for a film but for reflection on mortality, healing, connection and the ways communities support one another through difficult life transitions.

Keep ReadingShow less

The power of one tray

The power of one tray

A tray can help group items in a way that looks and feels thoughtful and intentional.

Kerri-Lee Mayland

Winter is a season that invites us to notice our surroundings more closely and crave small, comforting changes rather than big projects.

That’s often when clients ask what they can do to make their homes feel finished or fresh again — without redecorating, renovating or shopping endlessly. My answer: start with one tray.

Keep ReadingShow less

Tangled specks: tiny flies, big ambitions

Tangled specks: tiny flies, big ambitions

Here is a sample from a recently purchased assortment of specks. From left: Black speck, Parachute Adams dry fly speck, greenish sparkly speck.

Patrick L. Sullivan

I need to get my glasses checked

My fingers fumbling like heck

Keep ReadingShow less
google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.

google preferred source

Want more of our stories on Google? Click here to make us a Preferred Source.